5 Elements to Include in a Brand Awareness Strategy

brand awareness strategy

About 59% of consumers prefer shopping from brands they recognize. In fact, the more they recognize, appreciate, and believe in your brand, the more they’ll buy. With a strong brand awareness strategy, you can build brand awareness, recognition, and loyalty to retain customers long-term. 

One loyal customer is worth about 10 single-purchase consumers, boosting your ROI. 

Not sure which marketing tactics you need to build brand awareness, recognition, and loyalty this year? Here are a few tips that can help. With these tips, you can reach ideal customers to help them fall in love with your brand.

Start marketing with these tips today!

1. Research

Over 80% of consumers feel more positive about a brand after reading customized content. Meanwhile, 94% are likely to show loyalty to brands that offer complete transparency. Another 89% of shoppers remain loyal to brands that share their values.

Understanding your target audience will help you build a brand that appeals to your customers. Then, you can offer transparency, provide the content they need, and share the values they prioritize. Building a brand that appeals to your target audience will help you build brand loyalty.

Don’t make assumptions about who your customers are or what they care about. Instead, gather audience research.

Define who your customers are based on:

  • Age
  • Location
  • Gender
  • Household income
  • Marital status
  • Career
  • Language
  • Education
  • Buying behaviors
  • Online behaviors
  • Pain points
  • Interests
  • Hobbies

If necessary, segment your broader target audience into smaller buyer personas. 

Think about the values your customers care about, too. For example, maybe they prioritize sustainability. Consider which core values align with your brand.

Define your distinct value next. What sets you apart from the competition? Why should consumers choose your brand over any other online?

Think about the problems your customers face and how you can offer them a solution no one else can. 

Gathering this research will help you develop your brand guidelines. Your guidelines include your:

  • Mission statement
  • Vision statement
  • Values
  • Voice
  • Tone
  • Personality
  • Logo
  • Color palette
  • Font styles
  • Imagery styles

Maintain brand consistency across all marketing channels. As consumers see your brand at different touchpoints, brand awareness will grow into brand recognition.

Consumers will have an easier time recalling your brand the next time they need your product or service, too. 

2. Content Creation and SEO

Once you’ve established your branding, it’s important to make sure consumers see your brand. Remember, repeat exposure will allow brand recognition to grow. Start by developing your content creation strategy.

Use content marketing to demonstrate your experience and expertise within your niche. Focus on communicating EAT within your content:

  • Expertise
  • Authority
  • Trustworthiness

Establishing EAT within our posts can encourage consumers to rely on you as a go-to resource. You could even position yourself as a thought leader in the industry. Becoming a thought leader can encourage brand trust and brand loyalty.

Create different posts for each point of the buyer’s journey to ensure consumers gather the information they need before making a purchase. For example, you can create:

  • Blog posts/articles
  • Infographics
  • eBooks
  • Videos
  • Webinars
  • Polls
  • Quizzes
  • Lists/checklists
  • Tutorials

During the research stage, make sure to gather keyword research, too. Consider what terms consumers use to find your business online. Then, use your keyword research to inform your content marketing strategy.

Choose a target keyword before creating each post. Then, add the target keyword within the content. 

Search engine optimization (SEO) will help your content rank higher on search engine result pages (SERPs). Higher rankings on Google will help more clients see your brand. Then, brand awareness will begin to grow.

Consumers will begin associating your brand with your products, services, and expertise, too.

If you need help, consider working with an experienced marketing agency that offers content creation and SEO marketing

3. UGC and Influencers

You don’t have to put your brand awareness strategy into action alone. Instead, turn to the customers that are already demonstrating their brand loyalty.

For example, you can prompt consumers to post photos of themselves using your products on social media using a branded hashtag. Then, share those photos on your own social media accounts.

User-generated content (UGC) can help on-the-fence consumers recognize other people love your brand. Brand awareness will grow as consumers share your UGC on their own accounts. 

Otherwise, consider working with influencers this year. Influencers already have strong followings online. You can leverage their existing brand loyalty to reach new customers. 

Look for influencers who already appeal to your target audience. Ask them to promote your product or service. Influencer marketing could even help you generate backlinks, boosting your SEO rankings.

4. Referral Programs and Reviews

You can also leverage the brand loyalty you’ve generated in the past by creating a referral program. 

Reward the customers who already love and stick by your brand. Ask them to share your brand with their inner circle. Then, reward them each time they bring a new customer to your business.

Ask your loyal customers to post their reviews on your Google Business listing, too. Testimonials can show on-the-fence consumers that people like them love your business. 

Reviews make customers 71% more comfortable purchasing products. In fact, consumers spend 31% more when a brand has positive reviews. 

Over 90% of consumers trust peer recommendations, too.

5. PPC Advertising

Display pay-per-click (PPC) ads can also help you generate brand awareness online.

Use your brand guidelines to create unique, eye-catching ads that will appear on Google or social media. Use precise targeting to ensure your ads appear in front of your ideal customers. As consumers see your ads, awareness will grow into brand recognition.

Try creating a remarketing campaign to reappear in front of previous website visitors as well. You can remain at the forefront of their minds before bringing those visitors back to your site. 

Boosting Brands: Develop Your Brand Awareness Strategy Today

Developing a brand awareness strategy doesn’t have to feel stressful. Instead, get started with these five simple marketing tactics. In time, you can turn awareness into brand recognition, which can grow into trust and loyalty.

Boosting brand loyalty can help you improve your ROI, enabling your business to grow.

Need help strategizing? We’re happy to lend a hand.

Contact us today to get started.

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